ENWR
100
Advertising’s
Fifteen
Basic
Appeals
By
giving
to
people’s
deep‐lying
desires,
and
picturing
states
of
being
that
individuals
privately
yearn
for,
advertisers
have
the
chance
of
arresting
attention
and
affecting
communication.
And
that
is
the
immediate
goal
of
advertising:
to
tug
at
our
psychological
shirt
sleeves
and
slow
us
down
long
enough
for
a
word
or
two
about
whatever
is
being
sold
(Fowles
26).
Please
carefully
discuss
the
quote
above
with
your
group
members.
1. Talk
about
the
context
of
the
quote
(i.e.
where
it
appears
in
the
essay,
whether
it
is
part
of
a
larger
section,
and
how
it
relates
to
the
Fowles’s
main
argument).
2. Identify
any
important
terms
in
the
quote
and
define
any
words
that
seem
difficult
or
that
you
are
unsure
of.
3. Translate
Fowles’s
quote
in
your
own
words.
This
often
is
called
paraphrasing,
which
means
that
you
take
what
Fowles’s
is
saying
and
say
it
in
a
way
that
makes
sense
to
you.
4. Talk
about
whether
each
group
member
agrees
or
disagrees
with
the
quote
based
on
their
own
experiences
with
advertising.
Each
group
member
should
provide
an
example
of
an
advertisement
that
supports
her
view
on
Fowles’s
quote.
Once
you
have
done
this,
write
a
paragraph
that
uses
the
quote.
Follow
these
directions
to
make
a
“quote
sandwich.”
1. Introduce
Jim
Fowles
and
the
title
of
his
essay.
2. In
one
or
two
sentences,
summarize
the
ENTIRE
essay.
Ask
yourself,
what’s
Fowles’s
main
point
or
purpose?
3. Create
a
transition
sentence
that
moves
from
the
general
to
your
specific
quote
(or
a
specific
topic
related
to
your
quote).
a. EX:
“While
Fowles
discusses
a
variety
of
emotional
appeals,
he
also
specifically
talks
about
___________________.”
4. Use
a
signal
phrase
to
introduce
the
quote
a. Use
a
phrase
such
as,
“According
to
Fowles,”
“In
his
essay,
Fowles
states,”
or
“Fowles
claims.”
5. State
the
quote.
Remember
to
use
MLA
in‐text
citation,
so
your
reader
knows
the
author’s
last
name
and
the
page
number.
a. Fowles
states,
“____________”
(33).
b. The
essay
claims,
“
____________”
(Fowles
33).
6. Translate
this
quote:
what
is
Fowles
really
saying
in
plain
language?
Are
there
any
interesting/important
terms
you
should
identify
for
your
reader?
7. Why
is
this
quote
important?
a. You
may
want
to
ask
yourself:
Why
is
this
quote
important
in
Fowles’s
essay?
What
does
it
tell
us
about
advertising?
Do
you
agree
or
disagree
with
this
quote
based
on
your
ad
write‐up
as
well
as
your
general
experience
as
a
person
who
sees
500
ads
a
day?
Advertising’s
Fifteen
Basic
Appeals
In
order
to
stay
in
business,
an
advertiser
must
strive
to
cut
through
the
considerable
commercial
hub‐
bub
by
any
means
available—including
the
emotional
appeals
that
some
observers
have
held
to
be
abhorrent
and
underhanded
(Fowles
27).
Please
carefully
discuss
the
quote
above
with
your
group
members.
1. Talk
about
the
context
of
the
quote
(i.e.
where
it
appears
in
the
essay,
whether
it
is
part
of
a
larger
section,
and
how
it
relates
to
the
Fowles’s
main
argument).
2. Identify
any
important
terms
in
the
quote
and
define
any
words
that
seem
difficult
or
that
you
are
unsure
of.
3. Translate
Fowles’s
quote
in
your
own
words.
This
often
is
called
paraphrasing,
which
means
that
you
take
what
Fowles’s
is
saying
and
say
it
in
a
way
that
makes
sense
to
you.
4. Talk
about
whether
each
group
member
agrees
or
disagrees
with
the
quote
based
on
their
own
experiences
with
advertising.
Each
group
member
should
provide
an
example
of
an
advertisement
that
supports
her
view
on
Fowles’s
quote.
Once
you
have
done
this,
write
a
paragraph
that
uses
the
quote.
Follow
these
directions
to
make
a
“quote
sandwich.”
1. Introduce
Jim
Fowles
and
the
title
of
his
essay.
2. In
one
or
two
sentences,
summarize
the
ENTIRE
essay.
Ask
yourself,
what’s
Fowles’s
main
point
or
purpose?
3. Create
a
transition
sentence
that
moves
from
the
general
to
your
specific
quote
(or
a
specific
topic
related
to
your
quote).
a. EX:
“While
Fowles
discusses
a
variety
of
emotional
appeals,
he
also
specifically
talks
about
___________________.”
4. Use
a
signal
phrase
to
introduce
the
quote
a. Use
a
phrase
such
as,
“According
to
Fowles,”
“In
his
essay,
Fowles
states,”
or
“Fowles
claims.”
5. State
the
quote.
Remember
to
use
MLA
in‐text
citation,
so
your
reader
knows
the
author’s
last
name
and
the
page
number.
a. Fowles
states,
“____________”
(33).
b. The
essay
claims,
“
____________”
(Fowles
33).
6. Translate
this
quote:
what
is
Fowles
really
saying
in
plain
language?
Are
there
any
interesting/important
terms
you
should
identify
for
your
reader?
7. Why
is
this
quote
important?
a. You
may
want
to
ask
yourself:
Why
is
this
quote
important
in
Fowles’s
essay?
What
does
it
tell
us
about
advertising?
Do
you
agree
or
disagree
with
this
quote
based
on
your
ad
write‐up
as
well
as
your
general
experience
as
a
person
who
sees
500
ads
a
day?
Advertising’s
Fifteen
Basic
Appeals
There
is
no
evidence
that
advertising
can
get
people
to
do
things
contrary
to
their
self‐interests.
Despite
all
the
finesse
of
advertisements,
and
all
the
subtle
emotional
tugs,
the
public
resists
the
vast
majority
of
the
petitions
(Fowles
42).
Please
carefully
discuss
the
quote
above
with
your
group
members.
1. Talk
about
the
context
of
the
quote
(i.e.
where
it
appears
in
the
essay,
whether
it
is
part
of
a
larger
section,
and
how
it
relates
to
the
Fowles’s
main
argument).
2. Identify
any
important
terms
in
the
quote
and
define
any
words
that
seem
difficult
or
that
you
are
unsure
of.
3. Translate
Fowles’s
quote
in
your
own
words.
This
often
is
called
paraphrasing,
which
means
that
you
take
what
Fowles’s
is
saying
and
say
it
in
a
way
that
makes
sense
to
you.
4. Talk
about
whether
each
group
member
agrees
or
disagrees
with
the
quote
based
on
their
own
experiences
with
advertising.
Each
group
member
should
provide
an
example
of
an
advertisement
that
supports
her
view
on
Fowles’s
quote.
Once
you
have
done
this,
write
a
paragraph
that
uses
the
quote.
Follow
these
directions
to
make
a
“quote
sandwich.”
1. Introduce
Jim
Fowles
and
the
title
of
his
essay.
2. In
one
or
two
sentences,
summarize
the
ENTIRE
essay.
Ask
yourself,
what’s
Fowles’s
main
point
or
purpose?
3. Create
a
transition
sentence
that
moves
from
the
general
to
your
specific
quote
(or
a
specific
topic
related
to
your
quote).
a. EX:
“While
Fowles
discusses
a
variety
of
emotional
appeals,
he
also
specifically
talks
about
___________________.”
4. Use
a
signal
phrase
to
introduce
the
quote
a. Use
a
phrase
such
as,
“According
to
Fowles,”
“In
his
essay,
Fowles
states,”
or
“Fowles
claims.”
5. State
the
quote.
Remember
to
use
MLA
in‐text
citation,
so
your
reader
knows
the
author’s
last
name
and
the
page
number.
a. Fowles
states,
“____________”
(33).
b. The
essay
claims,
“
____________”
(Fowles
33).
6. Translate
this
quote:
what
is
Fowles
really
saying
in
plain
language?
Are
there
any
interesting/important
terms
you
should
identify
for
your
reader?
7. Why
is
this
quote
important?
a. You
may
want
to
ask
yourself:
Why
is
this
quote
important
in
Fowles’s
essay?
What
does
it
tell
us
about
advertising?
Do
you
agree
or
disagree
with
this
quote
based
on
your
ad
write‐up
as
well
as
your
general
experience
as
a
person
who
sees
500
ads
a
day?
Advertising’s
Fifteen
Basic
Appeals
The
key
to
understanding
the
discrepancy
between,
on
the
one
hand,
the
fact
that
advertising
truly
works,
and,
on
the
other,
the
fact
that
it
hardly
works,
is
to
take
into
account
the
enormous
numbers
of
people
exposed
to
an
ad
(Fowles
43).
Please
carefully
discuss
the
quote
above
with
your
group
members.
1. Talk
about
the
context
of
the
quote
(i.e.
where
it
appears
in
the
essay,
whether
it
is
part
of
a
larger
section,
and
how
it
relates
to
the
Fowles’s
main
argument).
2. Identify
any
important
terms
in
the
quote
and
define
any
words
that
seem
difficult
or
that
you
are
unsure
of.
3. Translate
Fowles’s
quote
in
your
own
words.
This
often
is
called
paraphrasing,
which
means
that
you
take
what
Fowles’s
is
saying
and
say
it
in
a
way
that
makes
sense
to
you.
4. Talk
about
whether
each
group
member
agrees
or
disagrees
with
the
quote
based
on
their
own
experiences
with
advertising.
Each
group
member
should
provide
an
example
of
an
advertisement
that
supports
her
view
on
Fowles’s
quote.
Once
you
have
done
this,
write
a
paragraph
that
uses
the
quote.
Follow
these
directions
to
make
a
“quote
sandwich.”
1. Introduce
Jim
Fowles
and
the
title
of
his
essay.
2. In
one
or
two
sentences,
summarize
the
ENTIRE
essay.
Ask
yourself,
what’s
Fowles’s
main
point
or
purpose?
3. Create
a
transition
sentence
that
moves
from
the
general
to
your
specific
quote
(or
a
specific
topic
related
to
your
quote).
a. EX:
“While
Fowles
discusses
a
variety
of
emotional
appeals,
he
also
specifically
talks
about
___________________.”
4. Use
a
signal
phrase
to
introduce
the
quote
a. Use
a
phrase
such
as,
“According
to
Fowles,”
“In
his
essay,
Fowles
states,”
or
“Fowles
claims.”
5. State
the
quote.
Remember
to
use
MLA
in‐text
citation,
so
your
reader
knows
the
author’s
last
name
and
the
page
number.
a. Fowles
states,
“____________”
(33).
b. The
essay
claims,
“
____________”
(Fowles
33).
6. Translate
this
quote:
what
is
Fowles
really
saying
in
plain
language?
Are
there
any
interesting/important
terms
you
should
identify
for
your
reader?
7. Why
is
this
quote
important?
a. You
may
want
to
ask
yourself:
Why
is
this
quote
important
in
Fowles’s
essay?
What
does
it
tell
us
about
advertising?
Do
you
agree
or
disagree
with
this
quote
based
on
your
ad
write‐up
as
well
as
your
general
experience
as
a
person
who
sees
500
ads
a
day?
Advertising’s
Fifteen
Basic
Appeals
An
advertising
message
contains
something
primary
and
primitive,
an
emotional
appeal,
that
in
effect
is
the
thin
edge
of
the
wedge,
trying
to
find
its
way
into
a
mind.
Should
this
occur,
the
product
information
comes
along
behind
(Fowles
29).
Please
carefully
discuss
the
quote
above
with
your
group
members.
1. Talk
about
the
context
of
the
quote
(i.e.
where
it
appears
in
the
essay,
whether
it
is
part
of
a
larger
section,
and
how
it
relates
to
the
Fowles’s
main
argument).
2. Identify
any
important
terms
in
the
quote
and
define
any
words
that
seem
difficult
or
that
you
are
unsure
of.
3. Translate
Fowles’s
quote
in
your
own
words.
This
often
is
called
paraphrasing,
which
means
that
you
take
what
Fowles’s
is
saying
and
say
it
in
a
way
that
makes
sense
to
you.
4. Talk
about
whether
each
group
member
agrees
or
disagrees
with
the
quote
based
on
their
own
experiences
with
advertising.
Each
group
member
should
provide
an
example
of
an
advertisement
that
supports
her
view
on
Fowles’s
quote.
Once
you
have
done
this,
write
a
paragraph
that
uses
the
quote.
Follow
these
directions
to
make
a
“quote
sandwich.”
1. Introduce
Jim
Fowles
and
the
title
of
his
essay.
2. In
one
or
two
sentences,
summarize
the
ENTIRE
essay.
Ask
yourself,
what’s
Fowles’s
main
point
or
purpose?
3. Create
a
transition
sentence
that
moves
from
the
general
to
your
specific
quote
(or
a
specific
topic
related
to
your
quote).
a. EX:
“While
Fowles
discusses
a
variety
of
emotional
appeals,
he
also
specifically
talks
about
___________________.”
4. Use
a
signal
phrase
to
introduce
the
quote
a. Use
a
phrase
such
as,
“According
to
Fowles,”
“In
his
essay,
Fowles
states,”
or
“Fowles
claims.”
5. State
the
quote.
Remember
to
use
MLA
in‐text
citation,
so
your
reader
knows
the
author’s
last
name
and
the
page
number.
a. Fowles
states,
“____________”
(33).
b. The
essay
claims,
“
____________”
(Fowles
33).
6. Translate
this
quote:
what
is
Fowles
really
saying
in
plain
language?
Are
there
any
interesting/important
terms
you
should
identify
for
your
reader?
7. Why
is
this
quote
important?
a. You
may
want
to
ask
yourself:
Why
is
this
quote
important
in
Fowles’s
essay?
What
does
it
tell
us
about
advertising?
Do
you
agree
or
disagree
with
this
quote
based
on
your
ad
write‐up
as
well
as
your
general
experience
as
a
person
who
sees
500
ads
a
day?
Montclair
State
University;
First
Year
Writing;
Reid
2011